02_Brand Consultancy_The Facebook Marketing For Luxury Brands 0630
解析LV百年之秘密﹣精品化品牌策略
1. T A I P E I 。 K A O H S I U N G 。 P A R I S 。 O S A K A 。 S E O U L
Brand Building By Luxury Branding Strategy
to a Long-lasting Outstanding Performance
Emily YT Chen/V i P Consulting Group
Nov. 9th, 2012
B E I J I N G 。 S H A N G H A I 。 L A 。 S I N G A P O R E 。 B A N G K O K
7. THE Luxury Strategy LUXE OBLIGE
La marque France
精品策略 如何創造精品
談如何建立國家品牌- 法國
﹣打破傳統行銷規則,建立品牌中的精品
8.
9. CHRISTIAN BLANCKAERT
法國國立裝飾藝術高等學校董事會主席 2011被新加坡政府邀請國際大型專題
1996年至2009年任愛馬仕國際公司執行 講(“The rise of luxury brands”
副總裁 & “ Chinese luxury brands in
1988至1996年任法國精品委員會主席。 travel retail ”)
擔任旗下有70個法國精品Comité Colbert 出席中國奢侈品聯合會貴賓
集團的總裁,1996年於愛瑪仕集團擔任董
事總經理 (Chairman and CEO of
Hermès Sellier, the main subsidiary of
the Hermès Group.)
長期擔任法國國立裝飾藝術高等學校董事
會主席,同時是巴黎高等商學院——歐洲
管理學院的管理學教授,並擁有自己的管
理諮詢公司。
新書《極致追求》中文譯本已由中國
9
10. LES 100 MOTS 極致追求
寫關於精品 探討如何提升本土
百年品牌的競爭力 Luxe
的100件事
以及國際極致品行 談論精品的意義
業的發展趨勢
12. VIP TEAM
兩岸傳媒顧問 國際品牌顧問 (美國)
Cross-Strait Media Consultant Brand Consultant
North America, HK, West
亞洲星媒體有限公司 董事長 Africa
台北電影節第一屆 創辦人
金馬獎執行委員會, 台灣聽障奧 Cornell University
運中華代表隊行銷顧問, 湖北上 The Lawrenceville School
市集團副總, 北京、上海、西安、 Brand Building, PR
合肥、湖北、天津品牌 (Mandarin, English & French)
Henry Pai Sylvia Rebecca Lee
數位品牌顧問 藝文品牌顧問
Digital Brand Consultant Culture & Arts Brand
Consultant
世新傳媒碩士
世新傳媒碩士
微金馬奬 策展長
社群數位品牌策略 執行顧問 精品超跑數位互動 專案經理
資策會 專案執行顧問 法國精品亞太拓展計劃 專案經理
全球亞洲星媒體 科技品牌總監 藝術文化 專案策展人
William Lu Erica Hsu
13. VIP TEAM
國際媒體顧問 品牌活動顧問
Intl Media Consultant Branding Events onsultant
Uni of New Castle, UK, 義大利品牌香港總部 品牌經理商
Interpretation Master 101、誠品 品牌通路管理相關
4A廣告公司行銷活動經理
前年代主播,Channel News Asia
LINE、AUDI、FORD品牌活動顧
台灣特派 ,美國總統大選口譯,
問及執行
大型外商活動雙語主持
Christina Lo Joe Chiu
創意設計總監 國際智財顧問
Creative Designer, Intl Sales IP Consultant
帕森設計學院 碁石國際智權 總經理KSIP CEO
Parsons School of Design 經濟部中小企業處顧問
慶應義塾大學 清華 大學專利授權顧問
Keio University 逢甲大學評委
富士康智權主管團隊背景
Ginana Chung Jay Chen
14. VIP TEAM
中國國際品牌顧問 國際媒體顧問
Intl Brand Consultant Intl Media Consultant
3D China 有限公司總裁/創始人。3D
萬寶龍中國區總裁。
中國高峰會展創辦人。
歐萊雅(中國)任職十四餘年, 摩根大通(美國第一銀行)資財證劵
是歐萊雅(中國)創始人之一。 部前副總裁
科大訊飛(深交所上市公司)副總裁
2009年加入萬寶龍(中國)有限
uniView Technologies Corp (美国
公司,作為中國區的董事總經理。
NASDAQ OTCBB 上市公司)——
Organic + 有機家 總裁及創辦人 RFID和物聯網的先驅——前首席技
術官(CTO)
Edward Lu 陸曉明 白強
媒體出版部總監 中國媒體顧問
Director, Publishing Dept. Grand China Media Counsultant
專長:
媒體經營與管理
媒體公關與宣傳
人際溝通與說服
兩岸關係與交流
Tommy Chen 陳弘毅 趙怡 博士
90. 品牌聖經及品牌識別系統建立
-Brand Explore探索品牌: Jason Wu品牌發展潛力檢視
Alexander Wang Vera Wang Jason Wu
素材來源穩定
excellent quality
品質良好
價格多為
very high price
2000~3000美金
夢想精品的
Scarcity
創造開發
配合Jason背景
Uniqueness
可結合經典與傳統
服裝多細節
aesthetic content
做工精緻
the brand 配合Jason背景
heritage 藉由傳統帶出歷史
91. 品牌聖經及品牌識別系統建立
-Brand Explore探索品牌: Jason Wu品牌發展潛力檢視
excellent Alexander Wang
quality 精
Excellent Quality
品牌歷史 the brand 價格落於
卓越品質 very high
尚未建立 heritage 久 price 貴 中間價位
Desirability Brand Aura 少有稀少
aesthetic Scarcity 少
content 藝 渴望 品牌氛圍 限量品
簡約特色 Uniqueness
效果不強 特
92. 品牌聖經及品牌識別系統建立
-Brand Explore探索品牌: Jason Wu品牌發展潛力檢視
excellent Vera Wang
quality 精
Excellent Quality
1990年創立 the brand
卓越品質 very high
歷史還不久 heritage 久 price 貴
Desirability Brand Aura
aesthetic Scarcity 少
content 藝 渴望 品牌氛圍
Uniqueness
特
93. 品牌聖經及品牌識別系統建立
-Brand Explore探索品牌: Jason Wu品牌發展潛力檢視
excellent Jason Wu
quality 精
Excellent Quality
the brand
卓越品質 very high
heritage 久 price 貴
Desirability Brand Aura
aesthetic Scarcity 少
content 藝 渴望 品牌氛圍
Uniqueness
特
94. 品牌聖經及品牌識別系統建立
-Brand Explore探索品牌: Jason Wu品牌發展潛力檢視
Jason Wu 的作品皆為經典時裝,
突出於Alexander Wang的簡單設計,
也與Vera Wang 的婚紗市場無衝突
結合經典和傳統﹣
跳脫出僅有精緻、昂貴、稀少及精緻工藝的服裝設計市場,
以Jason Wu的背景創造歷史時代和獨特性
→ 將 Jason Wu 訂為創造經典”Light Chinese”的時裝品牌
131. History of LV, Gucci and Burberry
Brand Characteristics :
Icons
Potato Paris. Florence. British Royalty.
The art of Travelling. Italen Renaissance. British Army
French Royalty. Royalty.
Medici Family King Edward VIII
Napolean III Grace Kelly Kate Mose
Jackie Kennedy
132. Product Pyramid & its Luxury Strategy
Louis Vuitton
Dream
-Luxury Strategy-
Trunk
Quality/$ ratio
Investment Epi
-Premium Strategy-
Awareness, Imitation
-Fashion Strategy- Monogram
133. Product Pyramid & its Luxury Strategy
Gucci
Dream Jackie,
-Luxury Strategy-
Bamboo
Quality/$ ratio
Investment
-Premium Strategy- Sukey
Awareness, Imitation
-Fashion Strategy-
Jolie & Joy
134. Product Pyramid & its Luxury Strategy
Burberry
Dream Prorsum
-Luxury Strategy-
Quality/$ ratio Burberry
Investment
-Premium Strategy- London
Awareness, Imitation
-Fashion Strategy-
Burberry
Lifestyle
135. Facebook Marketing:
Search, Application & Features, Content
◦ Search
Louis Vuitton Gucci Burberry
Facebook #7 #12 #6
fashion index
by stylophane, June
2010
Facebook The art of travel- Gucci- The Burberry
Name Louis Vuitton official page
pages/people 1,600 Page 2,700 Page 1,000 Page
search result results 7,400 results results ;None
People result 20K+People People result
result
136.
137.
138.
139.
140.
141.
142.
143. Facebook Marketing
◦ Content:
Informational / Functionality /Externality /Interactivity
Louis Gucci Burberry
Vuitton
frequency of the #2 #1 #3
posts(days between two 2-10days 1-29days
posts) 1-3days (updated May
th
20 , 2010)
Quality control of the #1 #3 #2
comments
Impression rate (no. of#2, 0.142%, #3, #1, 0.238%
Comments+Likes/no. of 2010 0.108% #3, 2012
fans) #1, 2012 #2,
2012
Supplementary websites 3 5 4
144. Facebook Marketing
◦ Application & Features
Louis Vuitton Gucci Burberry
Application Yes: Mon N/A Yes:SS10
monogram Campaign
No. of Tabs 11 tabs: One tab of 7 tabs: 6 tabs: all
publisher is repeated tabs functional.
dysfunctional of video.
without content.
Number of 1,010,857 690,903 1,066,346
fans #2 #3 #1
#2, 2012 #3, 2012 #1, 2012
145. Facebook Marketing
◦ Application & Features
152. Facebook Marketing for Luxury brands
Monitoring Measurement
T-STP
Differences:
Content:
Luxury vs.
Quantity vs
Traditional
Quality
Strategy
153. Findings
• The alignment: Luxury Facebook vs. offline brand characteristics, offline
marketing campaigns
• Synergy with other online IMC cross-platform links such as official
website, Youtube, twitter or other external websites.
Cons
• Shift of dominance due to the co-creation of meanings by the customers.
• Intensified and timely responsiveness is required.
Managerial Implications
• Monitoring: The dynamics of competitor’s moves, global and local
strategy, and alignment of brand offline and online, alignment of IMC
tools.
• Differences of luxury strategy: Dominant & Consistent communication
• T-STOP (Technological Factor in STP
156. Findings
• Existing customer and new customer acquiring with the aim of the social network
effect of Facebook and lock-in effect.
• sCLV : the value of a fan on Facebook, the cost of Facebook marketing
holistic budget and IMC planning.
• communicate & interact from search stage, application and features to content
which provides informational, interactive and functional resources.
Cons
• CRM is no longer only BtoC but CtoC.
• Amplifiable negative users’ buzz with the network effect may influence corporate
reputation and brand image despite BtoC CRM efforts.
Managerial Implications
• Measurement: Impression to new customers, Interaction then Conversation with
both new and existing customers.
• Differences of luxury strategy from general marketing strategy: No talk or
response to users on Facebook. Frequency of posts.
157. Findings
•brand awareness boost-up. Newsfeed to users’ wall by users’ actions such as
comment, like, tagging, application, share or suggest to friends.
•information delivery services by customers or Peer instead of staffs,
•Dream creation and refilling and social stratification in a virtual community.
Cons
•Spam ads as free-rider
•Inconsistent language
•UGC-Ironic or negative message created by users.
•Shift of dominance in communication from business to users
Managerial Implications
•Monitoring the content for inconsistent or spam messages.
•Differences of luxury strategy from general marketing strategy: Brand
dominating in communication by initiating threads for WOM among users.
3 cases No talk or response to users on Facebook.
158.
159. Findings
• Shift from AIDMA to AISAS(Attention–Interest–Search–Action–Share)
• Search: users are able to search in a higher degree and they are
motivated to do so due to the high price motivation of luxury goods
• Sharing: peer recommendation endorses, encourages and boost-up
awareness in the stage of search and buying action.
Cons
• Contact management: optimized allocation of media sources of
information
• Lead management and encouragement to users in the stage of search
and sharing.
Managerial Implications
• Quantity vs Quality: Quality first to engage users in a pleasant experience
in the stage of search and then users are encouraged to share.
Quantity comes along
160.
161.
162.
163. Goals
Priority
Community
Development Building
CRM
Communicating
Educate Interacting
Share Selling
Traffic-Fan
Market Research